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Burger King: XBOX KING GAMES INNOVATIVE CAMPAIGN
Stills from video click to enlarge
| View online or Subscribe now | |
| Released: | June 2007 |
| Advertiser: | BURGER KING  |
| Brand name: | Cannes Lions 2007 |
| Agency: | CRISPIN PORTER + BOGUSKY |
| Country: | USA |
| Category: |
Fast food outlets & restaurants
|
| Awards: |
ONE SHOW 2007
ONE SHOW 2007 Gold
Cannes Lions 2007 Titanium Lions Grand Prix
|
| Tags: |
Creative review
|
Credits:
Title:
XBOX KING GAMES INNOVATIVE CAMPAIGN
Advertiser/Client: BURGER KING
Product/Service: BURGER KING
Advertising Agency, City: CRISPIN PORTER + BOGUSKY, Miami
Country: USA
Advertiser/Client: BURGER KING
Product/Service: BURGER KING
Advertising Agency, City: CRISPIN PORTER + BOGUSKY, Miami
Country: USA
Credit Details:
| Name | Position | Company |
| Alex Bogusky | Chief Creative Officer | Crispin Porter + Bogusky |
| Rob Reilly | VP Creative Director | Crispin Porter + Bogusky |
| Jeff Benjamin | VP Interactive Creative Director | Crispin Porter + Bogusky |
| Aramis Israel/ Mark Taylor | Art Director | Crispin Porter + Bogusky |
| Ryan Kutscher/ Jeff Gillette/ Aramis Israel/ Bob Ciafrone/ Jake Mikosh/ Rob Thompson | Copywriter | Crispin Porter + Bogusky |
| Mike Del Marmol/ Alvaro Ilizarbe/ Pres Rodriguez/ Carlos Lange/ Conor McCann/ Joe Miranda/ Jiwon Lee | Designer | Crispin Porter + Bogusky |
| Rupert Samuel | Director of Integrated Production | Crispin Porter + Bogusky |
| Game Developer | Blitz Games | |
| Development Partner | Equity Marketing |
Description:
In November 2006, Burger King made gaming history by partnering with Microsoft to develop three XBOX games. The games allowed Burger King to create a connection with gamers, who were increasingly turning away from traditional advertising such as television. The games successfully drew consumers into the King's world by featuring characters and products seen in Burger King's advertising. The games were sold in store, during the holiday season, for $3.99 each with the purchase of a BK Value Meal. 2.4 million games were sold in only 5 weeks.
Launch And Execution:
The 5 week XBOX promotion was first introduced with the release of online trailers that gave gamers a sneak peak of what was to come. On November 19, 2006 the games went on sale in 6,680 participating restaurants. A variety of television and print executions launched that same day to coincide with the release of the games. Three print ads, televisions spots and game trailers were released throughout the holiday season to continue to draw traffic to the stores. Game trailers also played in restaurant to spark consumer curiosity at the point of purchase.
Results:
The BK King Games were deemed a huge success by client and consumer alike. The games were certified platinum by Microsoft on December 20, 2006. Meaning, 2.4 million units were sold during the 5 week promotional period. This ties with the current 3rd best selling XBOX game of all time. The estimated media impressions generated by the King Games was the equivalent to thirteen Superbowls. The XBOX games also helped Burger King draw record traffic and sales system wide.